Ah, sweet summer time. Time to get ready for everything you love about summer. Picnics, days at the beach and … yard sign marketing! Hurray! Custom yard signs can be a highly effective customer acquisition tool if done correctly. Take your outdoor advertising to the next level by following these nine tips for effective yard sign marketing.
Stick with single-sided. It is very hard to find a spot on a busy street where both directions of traffic will be able to read your yard sign clearly. So, it’s probably a better idea to have two signs that have your message on a single side, so as not to force drivers traveling in the direction furthest away to try to read your sign and eventually give up because it’s too hard to read.
Use contrasting colors. As obvious as this one may be, it is still often forgotten. If you use similar colors for both the background and font, your message will get lost. Use a very dark color on a very light color, or vice versa. Also, don’t forget that some people are colorblind, so you’ll want to be conscious of putting blues/greens together or yellow/greens together.
KIS. Keep It Simple. We’re talking like, five words or less simple. If possible, try to get your message across with simply a phone number or an arrow. If you have to include more info, such as your address, try using an intersection instead. Also, if your phone number is local to the area where your sign is, you can omit your area code.
Use arrows. Especially if you’re advertising an event at a single location. It’ll be easier for people if they don’t have to figure out how to get to where they’re going, they can just follow the signs. Plus, here’s a tip: If you print arrows pointing toward the same edge of your signs, you can choose which direction your arrow(s) will point by flipping it around.
Be hesitant to use your logo. There are many logos out there that are instantly recognizable. If you’re a new business, or have gone through new branding, chances are your logo won’t create an instant connection to your business. Plus, the purpose of your yard signs are probably for customer acquisition, so these prospects will usually be people who haven’t heard of your brand anyway. We’re not saying it’s a bad thing to use your logo on outdoor marketing materials, but space is very limited and valuable on yard signs.
Reverse your colors. For example, say you choose to create a simple, black and white sign. Consider putting your business’ name on the top, black on white, with your phone number or website on the bottom, white on black. This will keep your signs simple and make your contact info easier to pick out.
Use a specific message. Do you have a long list of products/services that your company offers? Pick out just one — maybe it’s your favorite, the most popular, the newest, the one you are planning to promote at that time, etc. — and have that one be the one you call out on your yard sign. Then, once someone has arrived at your store, you can provide them with info as to your additional products/services. Remember, the purpose of yard signs is to get potential customers in the door.
Use easy-to-read fonts. Arial, Avant Garde, Helvetica, Times New Roman and Verdana are all good, distinguishing fonts to use.
Make sure at least one third of your sign is blank space. More blank or white space means more legibility. It also makes your signs easier to read for speed demons. (Who, me?!)
Remember, just like with all outdoor advertising, the bigger the better. The greater the size of the sign and font, the greater chance your sign will have of being seen. Go big or go home!
Have you ever used Yard Signs for your business? What tips do you have for those trying it out for the first time? We’d love to hear from you! Leave a comment below, or connect with us on Facebook, Twitter or Google+.
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